Drive around Houston or Dallas and you're bound to see the strategically placed billboard: "They Can't Deport Us All," it says, over a caricature of a man jumping a fence.
A political statement, to be sure, but also the title of the new album by Houston rapper Chingo Bling (real name Jose Herrera III). Regardless, the message has become fodder for conservative talk shows -- whose debate has helped put Chingo Bling, who raps in English to Latin audiences, in the mainstream spotlight like never before.
"They Can't Deport Us All," released August 14, debuted at No. 11 on Billboard's Top Rap Albums chart and at No. 4 on the Heatseekers chart, selling 6,000 units in its opening week, according to Nielsen SoundScan.
The numbers aren't monumental -- but consider that Chingo Bling is mostly a local, underground phenomenon who has always produced, promoted and released his albums independently.
Although his past solo effort, 2004's "Tamale Kingpin," sold 17,000 copies, according to SoundScan, "They Can't" marks his first appearance on the Billboard charts.
As tempting as it may be to attribute this showing to the controversy, there are a number of other factors behind it.
For years, Chingo Bling has been releasing mixtapes out of the back of his truck, touting himself with infinite self-confidence, in keeping with his 10-gallon hat and ostrich boots.
From his Big Chile Enterprises offices in Houston, he presides over his own record label and a distribution company that sells his music and other indie releases along with a slew of merchandise, from bobblehead dolls to T-shirts and chili sauce. His major outlets are the Internet, swap meets and mom-and-pop stores that for years he has served personally.
"We like to call it the underground," Chingo Bling says. "And the underground is very, very big."
Chingo Bling's core circuit is Texas, but nationally he does what he calls "the Taco circuit," playing wherever there are Mexicans.
"Someone who goes by SoundScan and radio, they'll say, 'Chingo, he's nobody,"' Chingo Bling says. "But if you go to a market and you see me open for someone or headline, you'll say, 'Man, this guy is big.' It's under the radar. It's like an immigrant without papers. You know we're there, but you can't face it."
With "They Can't," however, Chingo Bling is facing it head-on. The album was released under a new distribution deal with Warner/Asylum, which is also putting money into marketing and promotion. Now, for the first time, a Chingo album can be found in outlets like Best Buy.
"I always felt a lot of people didn't take us seriously because we didn't have SoundScan," he says. "I wanted a bigger platform as an artist and entertainer, so I could turn around and get a better movie deal, endorsement or merchandising."
Chingo Bling retains ownership of his masters and has final say on all marketing. He's also negotiating with Warner to be allowed to manufacture separate copies of his album for distribution at a lower price to the indie retailers with which he has long done business.
And, despite his major deal, don't expect Chingo Bling to put aside his entrepreneurial spirit.
"It's very fundamental," he says with a laugh. "My theory is, you can't worry about the finish line. It's like basketball: Instead of worrying about winning, you should worry about dribbling the basketball. A lot of kids worry about getting signed instead of worrying about posting your blog, getting on YouTube, putting up posters on poles, passing out fliers. I'm not above that. I have no shame."
1. They Can't Deport Us All
2. Southside Thang Ft Paul Wall
3. Still Going Down Ft Fat Pat
4. Chinglish 4 Dummies (Skit)
5. Ball Everywhere I Go
6. Werk That (Funky Manosa)
7. In Case They Forgot
8. Like This And Like That
9. I'ma Do This
10. Bob O Riley (Border Skit)
11. Show That Shit Ft Russell Lee
12. Head Honcho
13. Lil Marvin So Fantabulous
14. Poppin Bottles
15. Who Dat
16. Reppin Da Soufside
17. Ese Lil Cholo Strikes Again
18. 5th Wheel Ft Big Pokey
19. Do The Lasso Ft Mistah Fab & Fabo
20. Jimmy Dean Boberry (Drive Thru Skit)
21. Tira Te Patrazz
22. Hangin On (My Song)
IN STORES NOW!!!
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